Guidelines for working with the Hutchinson Legal brand.
For authorised use only.
Hutchinson Legal’s brand is so much more than the brand mark. Our brand essence is the inspiring idea that drives our business forward. It influences our behaviour, communications and environments. It’s at the heart of our business.
Whilst the remodelling of the brand mark has contemporised the flame, typeface and colour scheme, more importantly, the modifications honor and convey the organisational values of courage, integrity, loyalty and discipline and celebrate the success of a legal practice that is proud of its heritage: 65-years serving the community. These combine to form our essence.
The following pages explain the visual identity system and the rules around using the brand mark correctly to build on the existing brand strength, and create an inspiring and unified brand. Consistency of application is key to success. Not only with regard to the brand mark, but adherence to our values across all that we do.
Please follow the guidelines carefully. Any organisation or individual seeking to use the Hutchinson Legal logo for any purpose must first obtain written permission from Hutchinson Legal.
Hutchinson Legal and YourLawyer are inextricably linked. The new brand mark borrows shapes from the latter and utilises them to form an ‘h’ and a billowing fire, styled on the Shrine of Remembrance. The warm red flame signifies courage, the white integrity, the relationship between the two shapes combined with the blue text convey loyalty and discipline.
Used for spot colour printing such as stationery, merchandise.
Used for full colour printing such as brochures, invitations, advertising.
Used for online purposes such as website, email, Word templates
Always consider using the primary brand mark. Only use the secondary mark where space restrictions apply.
Used for spot colour printing such as stationery, merchandise.
Used for full colour printing such as brochures, invitations, advertising.
Used for online purposes such as website, email, Word templates
The flame can be used for decorative purposes, with the brand mark within close proximity or where the primary or secondary brand marks are not appropriate, such as for a favicon.
To maximise the brand’s presence and visual standout, there is a defined minimum clear space area.
This clear zone around the brand mark defines the area into which no other graphic elements, such as text, imagery or other brandmarks can intrude.
The width of the ‘H’ is used as a measure for clear space around the brand mark. The formula applies to all instances of brand mark reproduction:
These rules do not apply to brand tag line.
The brand mark is designed to withstand scaling to as small as 10mm width (14.5mm high).
This is the absolute minimum that the mark should be reproduced at. For ease of recognition, ideally, we will avoid using it smaller than 15mm wide.
To maintain consistency, it is essential that the brand mark is never altered in any way and is always reproduced from the master artwork. Here are a few examples of what not to do.
Notice the brand mark has been cropped at the base of the lettering?
Notice low contrast? The red & white brand mark would be a suitable alternative
Notice brand mark has been distorted? Ensure fixed horizontal and vertical scaling
Notice low colour contrast? Moving brand mark to sit over the sky would be a suitable approach
When outsourcing any graphic communications, this style guide should be shared and a proof should be sighted to ensure guidelines are met and correct brandmark used.
The existing tag line “Solutions for life” remains in use today, although others are under consideration. A tag line should not be used without approval by the communications contact.
The core brand colours should be applied to all communications to develop a strong brand recognition. Although similar to the previous brand blue, this new navy is not the same. Care should be taken to ensure the appropriate PMS colour or breakdown is used.
Black and tints of the colours should be used sparingly. White backgrounds are preferred to maintain strong connection to our brand values.
PMS Warm Red
CMYK 0, 86, 80, 0
RGB 240, 76, 62
HEX #F04C3E
PMS 289
CMYK 97, 63, 13, 41
RGB 0, 63, 107
HEX #003F6B
The volume in individual pieces can vary, but as a general rule of thumb, use the warm fire red as much as the navy blue. Use half as much, or less, black and navy tints, and choose white as a background colour frequently.
A limited colour palette for interior design and staged photography will contribute considerably to the building a consistent and memorable visual brand.
PMS Warm Grey 2
CMYK 16, 15, 18, 1
RGB 220, 213, 207
HEX #DCD5CF
PMS 7544
CMYK 50, 38, 28, 10
RGB 135, 140, 154
HEX #878C9A
PMS 7541
CMYK 4, 4, 4, 0
RGB 247, 245, 244
HEX #F7F5F4
Our style of typography should reflect our personality and purpose.
When setting type on a page, where you don’t put it can be as important (if not more so) than where you do. Don’t fill the area of feel that everything needs to be the same size. Introduce scale and breathing space. Try to leave 30% clear white space on all documents.
The brand mark has been customised from a typeface called Museo Sans. This typeface should not be used for headings or content.
Documents produced internally should be set exclusively in fonts from the Helvetica typeface family.
Use for keywords and Acts.
Use in title case or sentence case for titles, headings, subheadings and feature text.
Photography is the face of our organisation. We want to be ourselves, natural, looking our best, engaging.
We’re not looking for standard passport-style head shots. Everybody that works for Hutchinson Legal is an individual and we want to showcase that. We want an individual, ownable style that’s uniquely Hutchinson Legal.
Here’s how our photographic style can help achieve it:
The style of our stock photography should be consistent and reinforce our brand essence. In keeping with our values of courage, integrity, loyalty and discipline and our commitment to serving the community, the subject matter of our images should be human and demonstrate connection with either another human or an activity that relates to a legal solution. The primary subject should be either looking right into the camera or making eye contact with another subject. Photos should always be brightly lit.
Some examples include:
Letterhead, with compliment slips, business cards, envelopes, file notes and contract covers have each been designed to reinforce the Hutchinson Legal brand for client facing communications. When stocks are running low, printing can be ordered through Wide Open Co.
To reduce the cost and turnaround time of producing business cards, Wide Open Co. have set up a system that allows Hutchinson Legal to order their own business cards with minimum effort.
The system allows the user to select printing quantity, personalise his/her card by typing their full name, qualifications, position, telephone and email, and preview the front and back prior to committing to the order.
Aurore will receive a notification of the order, and delivery of the cards just 2 working days later.
Quantity / Price
250 / $126.50
500 / $137.50
1000 / $159.50
Enter the storefront via the link below, and login via the link in the top-right hand corner. Aurore can supply the Username and Password.
You can input your details and generate your own Hutchinson Legal branded email signature. Once you submit, an email will arrive in your inbox shortly. If it doesn't arrive, email Meghan at Wide Open Co. at meghan@wideopenco.com.au.
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For approvals and further assistance.
email
(03) 9870 9870
